While many studies have shown that email marketing is effective at increasing online sales, new research shows that it also makes a consumer more likely to buy something in a store.

Emarketer reports that the study – conducted by Lightspeed Research – found that 57 percent of global internet users were more likely to visit a store to buy a particular product after getting an email marketing message from the company. Researchers also found that roughly half of Americans have either bought something over-the-phone or in-person after receiving an email message.